Research on the brand awareness of Domino's Pizza in the Chinese market
DOI:
https://doi.org/10.54691/bcpbm.v31i.2536Keywords:
Domino’s Pizza; brand awareness; competitive strategies.Abstract
As a world-renowned pizza company founded in 1960 in the United States, Domino's Pizza entered the Chinese market in 1997. Some studies have pointed out that Domino's Pizza has been in the Chinese market for 25 years, but its brand awareness has been tepid as more and more pizza brands enter the market. Therefore, the research topic of this paper is the possible reasons behind it and the growth potential of Domino's Pizza in the Chinese market. The research methods of this paper are as follows: Firstly, SWOT analysis is carried out by collecting data from Domino's prospectus and previous reports and literature. Secondly, according to Porter's four general competitive strategies, the paper puts forward suggestions on the competitive strategy and brand awareness of Domino's Pizza. The analysis showed that Domino's marketing efforts in cities outside Beijing and Shanghai were weak and its visibility was limited by the small number and density of its stores.
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